Proving that, indeed, agencies are concerned now about new business, an event sponsored by The List in April drew agency pres idents and new business directors from 17 states. The draw – Bob Lundin of Lundin Beals and Janet Northen of McKinney & Silver and a discussion of what it takes to generate new business opportunities even during this season of financial discontent.

The theme that arose from both speakers was – Know Thyself. Both Lundin and Northen contended that one of the most common problems they see is the agency which is unwilling to name itself, and to name what it stands for to distinguish itself. Lundin followed this outline for attaining new business:

• Decide if you want the business. Not all new business is good business for your agency. Discover a process to quantify what type of client or account you are looking for. Possible check points – income and growth potential, visibility of the work…

• Know yourself. Commit to a mission statement. Don’t allow words to be interchangeable, make them mean something. Learn your agency’s strengths and weaknesses.

• Know who you’re going after. Do some homework. No, do a lot of homework so the pitch is undeniably relevant.

• Lose the cliches. Don’t lean too heavily on the “partner” idea, urges Lundin, because you are a separate entity after all.

• Offer creative compensation ideas. Percentage markup is antiquated. Go with fee based compensation, blended hourly rates, or incentive compensation.

Show the client the depth of your passion and interest in working with them. If you really want the business, you should lust for it, and you should let them know.

If you would like an outline of the seminar, contact The List.